Over 65,000 calls have been made to help find a missing Home & Away character

A marketing campaign that aims to emulate the “true-to-life trauma and action” of a real missing person search, and apply it to a Home and Away character, has been a massive success for the long-running show.

The ‘Bring Eden Home’ campaign builds off the Home and Away season cliffhanger, in which a character was knocked out cold and bundled into a boot, after stumbling across criminals digging a forest grave –  your typical frothy soap opera fare.

To keep fans hooked over the break, and “build engagement with light and lapsed viewers”, the Seven Network marketing and audience team launched the campaign, with on-air promotions, missing person posters plastered all over social media, and a 1800 number where viewers can hear Eden’s final phone call.

Fans dialled the number 28,244 times over the first 24-hour period, with 65,695 phone calls logged in just six days.

“We’re thrilled with the engagement and impact this campaign has driven so far and excited to spearhead an immersive, out-of-the box creative campaign for Home and Away,” said Larissa Ozard, Seven’s director marketing – brand, product and trade.

“It’s in no small way thanks to some brilliant creative from Nina Kendall and execution by Marni Crutchley and team, who have been able to deliver a campaign to get the nation talking while sweating earned and owned channels.”

By the way, that number to call is 1800 066 816. Make sure to ask your parent or partner’s permission before calling.


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